From Brick-and-Mortar to Click-and-Mortar Analyzing the Role of ICT in Transforming Retail Marketing Strategies

The retail business has undergone many significant changes, ups & downs in the past many years down the lane, principally determined by the coming and everywhere reception of Data and Correspondence Advancements (ICT). This examines the transition from the traditional brick-and-mortar retail model to the contemporary click-and-mortar model, which is a crucial aspect of this evolution. Undoubtedly Information Technology plays a pivotal role in these retail-marketing strategies, reshaping the retail marketing strategies landscape. Throughout the long term, the retail area has seen a seismic change in customer inclinations and ways their behaving appears. In the retail market, the introduction of the Information technology has digitally transformed the marketing strategies very well “shorter attention spans with instant gratification, personalized push notification, market trends, strategic analysis, location-based marketing and anticipatory shipping for fulfillment of customers' needs and improves the customers relationships behaviors”. Now, the Customers are not confined or bound to actual stores; they are using digital platforms, going for virtual shopping, augmented reality & truly making it harder to tell the difference between online and in-store shopping. This progress has established an intricate and dynamic climate for retailers, requiring a thorough comprehension of the exchange among conventional and computerized systems. This paper sets out on a far-reaching examination of how Information Technology has affected largely and keeps on molding the procedures utilized by retailers to draw in with their clients, upgrade functional productivity, and stay cutthroat in a steadily developing commercial center.